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Dense business essays and tech insights, written where experience meets code.

You Can Write a UTM Convention, but GA4 Never Reads Your Table

Because UTM values are free text: the table you wrote is read only by you, while GA4 reads the same string by its own rules. Google's published default channel group logic checks source against a list of 819 sites and checks medium against fixed regular expressions, so for one identical link your table says referral and GA4 counts it as Organic Search. The convention document is only half the job. The other half is pulling out the violations with a query on a schedule.

Aug 6, 2026·30 min read

Digital Marketing Analytics

46 Events, 14 Parameters We Chose Not to Send: How to Design an Event Taxonomy

Business questions, not event names. Once the questions are settled the event list follows, and the real decision after that is whether each value gets sent as a parameter or left out and recovered later through a join. In a sheet covering 46 events, 14 parameters were marked as not sent, and the reasons split five ways.

Aug 6, 2026·29 min read

Digital Marketing Analytics

Impressions Are Not the Number in Your Ad Report: Measuring Off-Site Exposure Channel by Channel

Exposure is not one thing. It splits into paid, organic search, owned media, and earned. Ad platforms report only the first, and the other three each need a different tool. On top of that the word impression means different things per platform, since Google counts when the ad is served and Meta counts when it is on screen.

Aug 5, 2026·11 min read

Digital Marketing Analytics

A Search Console Only Shows You Your Own Half: Counting 380 Naver SERP Slots Over Four Weeks

Search Advisor does report impressions, clicks and CTR. But it lists search keywords only for the top 30 by clicks, does not provide the exposure ranking, and no console answers how competing domains divide those slots. So I opened the search results for 77 keywords every week and counted the slots one by one, and out of 380 slots exactly 4 were ours, all of them near the top.

Aug 4, 2026·16 min read

Digital Marketing Analytics

Why Ad Clicks and Site Sessions Never Match: Tracking Links and MMPs Explained

GA4 starts counting at the moment someone arrives on your site. Anyone who clicked the link but disappeared before arriving never shows up in any report. To measure that stretch, the link has to stop somewhere you control instead of going straight to the destination, and that is exactly what tracking links and MMPs do.

Aug 3, 2026·19 min read

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